• On the screen, you will see the number of retail outlets in each geographic region that are willing to
stock and promote your brand of footwear in the upcoming year. The appeal of your company’s
footwear to retailers is based on prior-year S/Q ratings, market share penetration, retailer support
levels, delivery times, and whether your Internet price is so low that it puts you in direct competition
with retailers handling your company’s brand. There’s nothing you can do to secure additional retailers
immediately. If you want to increase the size of your retailer network in a given region, you will have to
make stocking your brand more appealing to them via an attractive combination of S/Q ratings, market
share penetration in that region, retailer support levels, delivery times, and not charging an Internet
price that poses a competitive threat to retailers (retailers view your Internet price as a direct
competitive threat to their business whenever your Internet price is less than 40% above the wholesale
price they must pay to buy your branded footwear). If you are trying to recruit more retailers, you
should expect the buildup of retailers willing to handle your brand to occur over a period of
several years rather than skyrocketing from one year to the next. While you will normally want to
enter a number for retail outlets utilized that corresponds to the number of retail outlets willing to place
orders for your company’s footwear and merchandise them to shoppers, there may be times when you
decide to sell to fewer retail outlets than are available because (1) you want to economize on retailer
support costs and/or (2) you want to de-emphasize wholesale sales in a particular region. And there
may be times when you are willing to let the number of retailers erode because you are deliberately
emphasizing online sales at the expense of wholesale sales.
• On the screen, you will see the number of retail outlets in each geographic region that are willing to
stock and promote your brand of footwear in the upcoming year. The appeal of your company’s
footwear to retailers is based on prior-year S/Q ratings, market share penetration, retailer support
levels, delivery times, and whether your Internet price is so low that it puts you in direct competition
with retailers handling your company’s brand. There’s nothing you can do to secure additional retailers
immediately. If you want to increase the size of your retailer network in a given region, you will have to
make stocking your brand more appealing to them via an attractive combination of S/Q ratings, market
share penetration in that region, retailer support levels, delivery times, and not charging an Internet
price that poses a competitive threat to retailers (retailers view your Internet price as a direct
competitive threat to their business whenever your Internet price is less than 40% above the wholesale
price they must pay to buy your branded footwear). If you are trying to recruit more retailers, you
should expect the buildup of retailers willing to handle your brand to occur over a period of
several years rather than skyrocketing from one year to the next. While you will normally want to
enter a number for retail outlets utilized that corresponds to the number of retail outlets willing to place
orders for your company’s footwear and merchandise them to shoppers, there may be times when you
decide to sell to fewer retail outlets than are available because (1) you want to economize on retailer
support costs and/or (2) you want to de-emphasize wholesale sales in a particular region. And there
may be times when you are willing to let the number of retailers erode because you are deliberately
emphasizing online sales at the expense of wholesale sales.
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